Digital Marketing for the brand positioning of the company PC COMPANY E.I.R.L

Gonzales R.J.V.; Salazar K.F.B.; Cavero J.K.S. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/leird2024.1.1.437

Resumen

This 2024 study explores the relationship between digital marketing strategies and brand recall for PC COMPANY. In the post-pandemic era, where company digitalization is crucial for survival and growth, the research employs a quantitative approach with a correlational scope and a non-experimental cross-sectional design. It analyzes customer and prospect opinions on the organization's internet marketing tactics and their impact on brand positioning. Findings indicate that digital marketing application is mostly regular (58.7%), with brand positioning also perceived as regular (42.4%). A strong positive correlation (0.730) was found between digital marketing and brand image, with content strategy emerging as the most influential factor. The study concludes that enhancing digital marketing practices, particularly in content creation and management, can significantly strengthen PC COMPANY's brand positioning. This research provides valuable insights for micro-enterprises and SMEs aiming to boost their online visibility and distinctive identity in an increasingly challenging and digitalized market.

Instituciones: Universidad Tecnológica del Perú